The typical J. C. Penney Retail Sales Associate salary is $10. Retail Sales Associate salaries at J. C. Penney can range from $8 - $10. This estimate is based upon 4 J. C. Penney Retail Sales Associate salary report(s) provided by employees or estimated based upon statistical methods. When factoring in bonuses and additional compensation, a Retail Sales Associate at J. C. Penney can expect to make an average total pay of $20,265 . See all Retail Sales Associate salaries to learn how this stacks up in the market.